Rightmove has signed a deal – which it is describing as innovative – with Channel 4 to air its ‘find your happy’ adverts.
The deal, which will see the advertisements aired solely on Channel 4 for the next four months, follows audience and programme analysis that highlighted Channel 4’s strength at reaching viewers looking to buy or sell a property in the next 12 months.
In addition to a more efficient media spend, the deal gives Rightmove access to all prime-time property shows to target an audience already engaged with home moving.
The adverts will also appear on More4 and on 4OD.
Rightmove has previously advertised on ITV, but Iain Kennedy, head of marketing at Rightmove, said: “We want our TV advertising to work even harder for our customers this autumn, and this new approach to our advertising scheduling means more people who are actively looking to sell or buy a home will hear about Rightmove.
“It also means that we are able to be highly targeted, allowing us to reach people that will generate more leads and instructions for our customers.
“Since we first launched the ‘find your happy’ campaign back in April, it’s been well received by consumers and agents alike, and we hope this new burst of activity will resonate with those people planning a move just in time for Christmas, and inspire those just beginning to think about moving to start planning.”
The overall marketing campaign continues to feature heavily on Rightmove’s recently revamped homepage, and will once again appear on bus shelters in London in three two-week bursts between now and November.
There will be two new executions for the outdoor adverts, one targeting sellers and the other highlighting Rightmove’s market leading mobile offering.
There are also 400 Rightmove-branded taxis in London – a vehicle on which rival Zoopla also has a particularly large presence.
Comments (5)
Okay… here's something that no-one so far seems to want to pick up and run with. According to – wait for it – THE PORTALS – 151% of property searches start with a visit to them. Therefore they are indispensable. Yet… here are RM advertising on TELEVISION to up their brand awareness – as do Z. They are also on the backs of taxis and buses, radio – in fact, you name it they've got their logo on it… and by using all of our subscription monies to fund it. So… IF, as they crow, EVERYONE AND MORE simply logs on automatically… then why the need to advertise themselves? Nowt to do with AM coming along and nibbling at their ankles/knees/draw-your-own-line – they've been doing this for years with all the same claims…
We can expect more of this kind of thing as RM need to justify further increases in their charges to those customers that do not leave them in January. They must increase their income against the loss of a significant number of their customers and those that remain will find their costs going up even faster than before – unless RM accept that their profits will not reach levels promised. Wonder what will happen to their share value then…. The biggest advertisers of RM and Z are the estate and letting agents which use them and who plaster their logos all over their details, their branches and their own website in many cases. TV advertising will not make up for the loss of this free marketing.
Absolutely!
Predictably Rmove spend money on marketing and suddenly start to try and provide a discernable level of customer service for members?…. following the announcement of AM.
Prior to AM I have found myself paying £6000 plus per year, per branch for lamentable service from them! …. on the basis that Rmove deems to be biggest portal so you take the service you are given!
It's like paying a monthly fee to a poorly performing estate agent!
Rmove is just a large online shop window which we use, looking forward to moving to AM online shop window and receiving a service rather than a Fixed Penalty every month!
Let's get back to the basics, use a real estate agent and use the online shop window as part of your marketing!
OnTheMarket should serve the public and estate agents rather than the one-sided Rmove offering!
ITV also do not show any property related programs. So out of the 3 major options of 3, 4 and 5, C4 has a far superior property program catalogue.
. . . in other words C4 was cheaper.